How To Start & Grow Your Business

Chapter 6: Naming & branding

Brand is all about building trust with your customers and credibility with the marketplace. Yes it is about making your logo more recognizable but remember most small businesses have very limited budgets. Promoting one’s business enough to become known just by your name or logo is very unlikely.

Be sure that you tend to the basics of caring for your clients and growing your reputation as a trustworthy provider of your product or service. This will be the foundation of your brand.

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How to name your business and get a good domain name

What is it for?

Choosing a name (and website domain name) for your small business can be challenging, so where do you start?

A loan company, for example, might choose between Low Cost Loans (www.lowcostloans.com) or Easy Cash (www.easycash.com).

What to do:

  • Include your own name in the business name if you are offering a personal service – John’s Delicatessen, for example, or Carmel’s Photography.
  • Use an attribute of the business to create a positive response in the audience – Precision Marketing or Green Logistics, for example.
  • If you run an online business, help prospects remember the website address by choosing a short name that is recognizable, easy to remember and meaningful, such as Treats4Pets (www.treats4pets.com) or Backcountry (www.backcountry.com).

Tip from an Expert


David NewmanNo matter what it says on your business card, your #1 job is to be salesperson-in-chief, marketer-in-chief, and the best possible messenger of your company’s message. That means you need to be sharp in your articulation, clear in your distinction, and a master of communicating how your company’s products, services, and programs solve the urgent, pervasive, expensive problems for the specific clients and customers you most want to serve.

David Newman, Author of Do It! Marketing

How to create a logo

What is it for?

A logo is part of your company’s visual identity. By using your logo on your website, stationery, promotional material, packaging and delivery vehicle, you can develop a consistent visual style that customers and prospects associate with your company.

Developing a logo may sound creative or expensive, but there are low-cost alternatives that provide simple, but effective solutions. Many high-profile companies, such as Facebook, Google and Amazon began with logo designs simply based on standard typefaces, evolving and customizing them over time.

What to do:

  • Write down the characteristics your logo should reflect – friendly, professional, technical, for example.
  • Visit an online logo design service such as 99designs.com or ask a local freelance designer to create a suitable logo that matches the characteristics you’ve specified.

Did you know?

Companies with good reputations are 7 times more likely to command premium prices for their products and services.
-Wirthlin Group

How to build your brand

What is it for?

Your brand, like your logo, reflects the characteristics, personality and quality of your company. It is the perception of your company by customers, employees, investors and other stakeholders.

Your logo, and more importantly your products, the way you deliver service, and the way you communicate through your website and your marketing materials, all contribute to your brand. As your business grows, your brand will develop organically.

What to do:

  • Ask customers and employees how they perceive your brand.
  • Recognize that the way you do business can have a positive or negative effect on your brand. Set and maintain standards that will help to build your brand from day one.
  • Use a consistent tone of voice in all your communications to reinforce your brand’s perception.
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.Jeff Bezos, Founder of Amazon
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